Branding assignment on Google

1. 2013
Submittedby:ShikhaSinha,
11BSPHH010767
Brand Section - D
6/2/2013
Branding Management Assignment
on : Google

2. 2 | P a g e
SerialNo. Content Page No.
1. Acknowledgement 4
2. Introduction 5-6
3. Google timeline 7
4. Timeline in detail 8-52
5. Management Team:
-Executive Officers
-Senior Leaders
-Board of Directors
53-64
6. Organizational Structure 64-66
7. Brand Portfolio 67-70
8. Segmentation-Targeting-Positioning 71-76
9. Market Analysis 77-78
10. Market Scenario:
-Why Google is trying to change the mobile world?
-Why Google is buying satellites?
-Internet infrastructure is Google’s infrastructure?
78-81
11. CostBenefit and Pricing analysis of Google :
-Google Apps
-Fiber Network
-Data store operation
82-84
12. The hidden costof Google apps
(a consumer’s perspective)
86-87
13. The identity tangle 88-91

3. 3 | P a g e
14. Competitors’ analysis:
-Why does Microsoft fear Google?
-How Google wants to compete with Facebook?
92-93
15. How does Google buy traffic? 94
16. Why did Google acquire Doubleclick? 95
17. Why doesn’tmonetarize all its services? 96
18. How Google capitalize on open source developer’s
work?
97
19. How did Google capture the online ad market? 97
20. How did Google explore the offline market? 98
21. Predicting the Future (conclusion) 99-101

4. 4 | P a g e
Acknowledgement
It is to my immense pleasure to express my heartiest gratitude towards
my branding professor Mr. Sri Ram Rajann for his splendid shore up
during all the sessions of branding class and for his magnificent
feedback which improved us, and for his fantastic patience and
friendliness with students.

5. 5 | P a g e
Introduction
Google has become an integral part of our lives and the word has even become a
verb as Google are often heard to say let’s “Google” that. I have even heard the
Web giant referred to in hushed tones during heated discussions and when a
controversial fact or figure is being debated across a dinner table or at the local bar
as to whether it is true or false and a person will pull out their iPhone and say “let’s
check Lord Google”.
Google was founded in 1997 by two Stanford University PhD students Larry Page
and Sergey Brin whose initial company mission statement was
“To organize the world’s information and make it universally accessible and
useful”
Which they seem to have made a good dent in achieving since they started the
company?
Technology is enhancing us as human beings and the integrating of artificial
intelligence is slowly being weaved and embedded into our activities and habits

6. 6 | P a g e
almost without us noticing. This reliance that is permeating our day to day
existence even extends to a reported 60% plus of all buying decisions now starting
with a Google search as Google start our research online rather than walk the shop
aisles and asking sales attendants questions.
It’s been barely 13 years since conception but the search company whose
slogan is “Don’t be evil” (reputed to have been coined by the Google engineer
Paul Buchheit in 2006 ) has now struck out into other technology areas
beyond their core searchbusiness suchas:
 The successful Android mobile operating system which is reporting 400,000
activations per day (April 2011).
 Picasa photo organization.
 Google ‘Earth’ the 3D view of the earth technology that was initially the
start up Keyhole.
 Google Energy that is developing and investing in renewable energy projects
such as wind farms in North Dakota.
 Google Driverless Car that uses Google Street View with artificial intelligence
technology.
 The law of abundance is evident here if you want a glimpse of the facts and the
staggering global statistics for Google in its search engine and associated
online properties such as YouTube, Android and other associated subsidiaries
and technologies

7. 7 | P a g e
Google on a timeline

8. 8 | P a g e
Google Timeline in detail
1995-1997
1995
 Larry Page and Sergey Brin meet at Stanford. (Larry, 22, a U
Michigan grad, is considering the school; Sergey, 21, is assigned to
show him around.) According to some accounts, they disagree
about almost everything during this first meeting.
1996
 Larry and Sergey, now Stanford computer science grad students,
begin collaborating on a search engine called BackRub.
 BackRub operates on Stanford servers for more than a year—
eventually taking up too much bandwidth to suit the university.
1997
 Larry and Sergey decide that the BackRub search engine needs a
new name. After some brainstorming, they go with Google—a play
on the word “googol,” a mathematical term for the number
represented by the numeral 1 followed by 100 zeros. The use of the
term reflects their mission to organize a seemingly infinite amount
of information on the Web.
1998
August
 Sun co-founder Andy Bechtolsheim writes a check for $100,000 to
an entity that doesn’texist yet: a company called Google Inc.
September
 Google sets up workspace in Susan Wojcicki’s garage at 232 Santa
Margarita, Menlo Park.

9. 9 | P a g e
 Google files for incorporation in California on September 4. Shortly
thereafter, Larry and Sergey open a bank account in the newly-
established company’s name and deposit Andy Bechtolsheim’s
check.
 Larry and Sergey hire Craig Silverstein as their first employee; he’s
a fellow computer science grad student at Stanford.
December
 “PC Magazine” reports that Google “has an uncanny knack for
returning extremely relevant results” and recognizes us as the
search engine of choice in the Top 100 Web Sites for 1998.
1999
February
 Google outgrow its garage office and move to new digs at 165
University Avenue in Palo Alto with just eight employees.
April
 Yoshka, our first “company” dog, comes to work with its senior
vice president of operations, Urs Hoelzle.
May
 Omid Kordestani joins to run sales—the first non-engineering hires.
June
 Google’s first press release announces a $25 million round from
Sequoia Capital and Kleiner Perkins; John Doerr and Michael
Moritz join the board. The release quotes Moritz describing
“Googlers” as” people who use Google”.
August
 Google move to our first Mountain View location: 2400 E. Bay
shore. Mountain View is a few miles south of Stanford University,
and north of the older towns of Silicon Valley: Sunnyvale, Santa
Clara, and San Jose.
November

10. 10 | P a g e
 Charlie Ayers joins as Google’s first chef. He wins the job in a
cook-off judged by the company’s 40 employees. Previous claim to
fame: catering for the Grateful Dead.
2000
April
 On April Fools’ Day, Google announce the MentalPlex: Google’s
ability to read your mind as you visualize the search results you
want. Thus begins our annual foray in the Silicon Valley tradition
of April 1 hoaxes.
May
 The first 10 language versions of Google.com are released: French,
German, Italian, Swedish, Finnish, Spanish, Portuguese, Dutch,
Norwegian and Danish.
 Google won its first Webby Awards: Technical Achievement
(voted by judges) and Peoples’ Voice (voted by users).
June
 Google forges a partnership with Yahoo! to become their default
search provider.
 Google announces the first billion-URL index and therefore Google
becomes the world’s largest search engine.
September
 Google started offering search in Chinese, Japanese and Korean,
bringing our total number of supported languages to 15.
October
 Google AdWords launches with 350 customers. The self-service ad
program promises online activation with a credit card, keyword
targeting and performance feedback.
December
 Google Toolbar is released. It’s a browser plug-in that makes it
possible to search without visiting the Google homepage.
2001

11. 11 | P a g e
January
 Google announced the hire of Silicon Valley veteran Wayne Rosing
as our first VP of engineering operations.
February
 Google’s first public acquisition: Deja.com’s Usenet Discussion
Service, an archive of 500 million Usenet discussions dating back
to 1995. Google add search and browse features and launch it as
Google Groups.
March
 Eric Schmidt is named chairman of the board of directors.
 Google.comis available in 26 languages.
April
 Swedish Chef becomes a language preference.
July
 Image Search launches, offering access to 250 million images.
August
 Google opened their first international office, in Tokyo.
 Eric Schmidt becomes our CEO. Larry and Sergey are named
presidents of products and technology, respectively.
October
 A new partnership with Universo Online (UOL) makes Google the
major search service for millions of Latin Americans.
December
 Keeping track: Our index size grows to 3 billion Web documents.
2002
February
 Klingon becomes one of 72 language interfaces.
 The first Google hardware is released: it’s a yellow box called
the Google Search Appliance that businesses can plug into their
computer network to enable search capabilities for their own
documents.

12. 12 | P a g e
 Google release a major overhaul for AdWords, including new cost-
per-click pricing.
April
 For April Fools’ Day, Google announce that pigeons power our
search results.
 Google release a set of APIs, enabling developers to query more
than 2 billion Web documents and program in their favorite
environment, including Java, Perl and Visual Studio.
May
 Google announce a major partnership with AOL to offer Google
search and sponsored links to 34 million customers using
CompuServe, Netscape and AOL.com.
 Google release Google Labs, a place to try out beta technologies
fresh from our R&D team.
September
 Google News launches with 4000 news sources.
October
 Google opened its first Australian office in Sydney.
December
 Users could now search for stuff to buy with Froogle (later
called Google ProductSearch).
2003
January
 American Dialect Society members vote “Google” the “most
useful” Word of the Year for 2002.
February
 Google acquire Pyra Labs, the creators of Blogger.
March

13. 13 | P a g e
 Google announce a new content-targeted advertising service,
enabling publishers large and small to access Google’s vast
network of advertisers. (Weeks later, on April 23, Google acquire
Applied Semantics, whose technology bolsters the service
named AdSense.)
April
 Google launch Google Grants, our in-kind advertising program for
nonprofit organizations to run in-kind ad campaigns for their cause.
October
 Registration opens for programmers to compete for cash prizes and
recognition at our first-ever Code Jam. Coders can work in Java,
C++, C# or VB.NET.
December
 Google launch Google Print (which later becomes Google Book
Search), indexing small excerpts from books to appear in search
results.
2004
January
 Orkut launches as a way for us to tap into the sphere of social
networking.
February
 Larry Page is inducted into the National Academy of Engineering.
 Our search index hits a new milestone: 6 billion items, including
4.28 billion Google pages and 880 million images.
March
 Google move to our new “Googolplex” at 1600 Amphitheatre
Parkway in Mountain View, giving 800+ employees a campus
environment.
 Google formalize our enterprise unit with the hire of Dave Girouard
as general manager; reporters begin reporting in April about
our vision for the enterprise search business.

14. 14 | P a g e
 Google introduce Google Local, offering relevant neighborhood
business listings, maps and directions. (Later, Local is combined
with Google Maps.)
April
 For April Fools’ Google announce plans to open the Googlunaplex,
a new research facility on the Moon.
May
 Google announce the first winners of the Google Anita Borg
Scholarship, awarded to outstanding women studying computer
science. Today these scholarships are open to students in the U.S.,
Canada, Australia and Europe.
August
 Our Initial Public Offering of 19,605,052 shares of Class A
common stock takes place on Wall Street on August 18. Opening
price: $85 per share.
September
 There are more than 100 Google domains (Norway and Kenya are
#102 and #103). The list has since grown to more than 150.
October
 Google formally open our office in Dublin, Ireland, with 150
multilingual Googlers, a visit from Sergey and Larry, and
recognition from the Deputy Prime Minister of Ireland, Mary
Harney.
 Google SMS (short message service) launches; send your text
search queries to GOOGLE or 466453 on your mobile device.
 Larry and Sergey are named Fellows by the Marconi Society,
which recognizes “lasting scientific contributions to human
progress in the field of communications science and the Internet.”
 Google spotlight our new engineering offices in Bangalore and
Hyderabad, India with a visit from Sergey and Larry.
 Google Desktop Search is introduced: You can now search for files
and documents stored on your hard drive using Google technology.

15. 15 | P a g e
 Google launch the beta version of Google Scholar, a free service for
searching scholarly literature such as peer-reviewed papers, theses,
books, preprints, abstracts and technical reports.
 Google acquire Keyhole, a digital mapping company whose
technology will later become Google Earth.
November
 Our index of Web pages reaches 8 billion.
December
 Google open our Tokyo R&D (research & development) center to
attract the best and brightest among Japanese and other Asian
engineers.
 The Google Print Program (since renamed Google Book Search)
expands through digital scanning partnerships with the libraries of
Harvard, Stanford, University of Michigan and Oxford as well as
the New York Public Library.
2005
February
 Google hit a milestone in Image Search: 1.1 billion images indexed.
 Google Maps goes live.
March
 Google launch code.google.com, a new place for developer-
oriented resources, including all of our APIs.
 Some 14,000 programmers from six countries compete for cash
prizes and recognition at our first coding competition in India, with
top scores going to Ardian Kristanto Poernomo of Singapore.
 Google acquire Urchin, a Google analytics company whose
technology is used to create Google Analytics.
April
 Our first Google Maps release in Europe is for the U.K.

16. 16 | P a g e
 For April Fools’, Google announce a magical beverage that makes
its imbibers more intelligent, and therefore better capable of
properly using search results.
 Google Maps now features satellite views and directions.
 Google Local goes mobile, and includes SMS driving directions.
 My Search History launches in Labs, allowing you to view all the
Google pages you’ve visited and Google searches you’ve made
over time.
 Google release Site Targeting, an AdWords feature giving
advertisers the ability to better target their ads to specific content
sites.
May
 Google release Blogger Mobile, enabling bloggers to use their
mobile phones to postand send photos to their blogs.
 Google Scholar adds support for institutional access: Searchers can
now locate journal articles within their own libraries.
 Personalized Homepage (now iGoogle) is designed for people to
customize their own Google homepage with content modules they
choose.
June
 Google hold our first Summer of Code, a 3-month $2 million
program that aims to help computer science students contribute to
open sourcesoftware development.
 Google Mobile Web Search is released, specially formulated for
viewing search results on mobile phones.
 Google unveil Google Earth: a satellite imagery-based mapping
service combining 3D buildings and terrain with mapping
capabilities and Google search.
 Google release Personalized Search in Labs: over time, your (opt-
in) search history will closely reflect your interests.

17. 17 | P a g e
 API for Maps released; developers can embed Google Maps on
many kinds of mapping services and sites.
August
 Google scores well in the U.S. government’s 2005 machine
translation evaluation. (Google has done so in subsequent years as
well.)
 Google launch Google Talk, a downloadable Windows application
that enables you to talk or IM with friends quickly and easily, as
Google as talk using a computer microphone and speaker (no phone
required) for free.
September
 Overlays in Google Earth illuminate the devastation wrought by
Hurricane Katrina around New Orleans and the Gulf Coast. Some
rescue teams use these tools to locate stranded victims.
 DARPA veteran Vint Cerf joins Google to carry on his quest for a
global open Internet.
 Dr. Kai-Fu Lee begins work at our new Research and Development
Center in China.
 Google Blog Search goes live; it’s the way to find current and
relevant blog postings on particular topics throughout the enormous
blogosphere.
October
 Feed aficionados rejoice as Google Reader, a feed reader,
is introduced at the web 2.0 conference in San Francisco.
 Googlers volunteer to produce the first Mountain View book event
with Malcolm Gladwell, author of “Blink” and “The Tipping
Point.” Since then, the Authors@Google program has hosted more
than 480 authors in 12 offices across the U.S., Europe and India.
November
 Google release Google Analytics, formerly known as Urchin, for
measuring the impact of websites and marketing campaigns.

18. 18 | P a g e
 Google announce the opening of our first offices in São Paulo and
Mexico City.
December
 Google Transit launches in Labs. People in the Portland, Oregon
metro area can now plan their trips on public transportation at one
site.
 Gmail for mobile launches in the United States.
2006
January
 Our first Code Jam in China concludes in Beijing. The winner,
graduate student Chuan Xu, is one of more than 13,000 registrants.
 Google announce the acquisition of dMarc, a digital radio
advertising company.
 Google.cn, a local domain version of Google, goes live in China.
 Google introduce Picasa in 25 more languages, including Polish,
Thai and Vietnamese.
February
 Google release Chat in Gmail, using the instant messaging tools
from Google Talk.
 Eric Schmidt is inducted into the National Academy of
Engineering.
 Dr. Larry Brilliant becomes the executive director of Google.org,
our philanthropic arm.
 Google News for mobile launches.
March
 Google announce the acquisition of Writely, a Web-based word
processing application that subsequently becomes the basis for
Google Docs.

19. 19 | P a g e
 A team working from Mountain View, Bangalore and New
York collaborates to create Google Finance, our approach to an
improved search experience for financial information.
April
 For April Fools’ Google unveil a new product, Google Romance:
“Dating is a search problem.”
 Google launch Google Calendar, complete with sharing and group
features.
 Google release Maps for France, Germany, Italy and Spain.
May
 Google release Google Trends, a way to visualize the popularity of
searches over time.
June
 Google announce Picasa web Albums, allowing you to upload and
share your photos online.
 The Oxford English Dictionary (OED) adds “Google” as a verb.
 Google announce Google Checkout, a fast and easy way to pay for
online purchases.
 Gmail, Google News and iGoogle become available on mobile
phones in eight more languages besides English: French, Italian,
German, Spanish, Dutch, Russian, Chinese and Turkish.
 Gmail launches in Arabic and Hebrew, bringing the number of
interfaces up to 40.
July
 At Google Code Jam Europe, nearly 10,000 programmers from 31
countries compete at Google Dublin for the top prizes; Tomasz
Czajka from Poland wins the final round.
August
 Google launch free citywide Wi-Fi in Mountain View.
 More than 100 libraries on 10 campuses of the University of
California join the Google Books Library Project.

20. 20 | P a g e
 Star Trek’s 40th Anniversary Convention in Las Vegas features a
Google boothshowcasing tools appropriate for intergalactic use.
 Apps for Your Domain, a suite of applications designed for
organizations of all sizes, and including Gmail and Calendar, is
released.
 Google Book Search begins offering free PDF downloads of books
in the public domain.
September
 Google add an archive search to Google News, with more than 200
years of historical articles.
 Featured Content for Google Earth includes overlays from the UN
Environmental Program, Discovery Networks, the Jane Good all
Institute and the National Park Service.
 The University Complutense of Madrid becomes the first Spanish-
language library to join the Google Books Library Project.
October
 Together with Lit Cam and UNESCO’s Institute for Lifelong
Learning, Google launch the Literacy Project, offering resources for
teachers, literacy groups and anyone interested in reading
promotion.
 Google announce our acquisition of YouTube.
 Google release web-based applications Docs & Spreadsheets: Word
processorDocs is a reworking of Writely (acquired in March).
 Google Custom Search Engine launches, giving bloggers and
website owners the ability to create a search engine tailored to their
own interests.
 Google acquire JotSpot, a collaborative wiki platform, which later
becomes Google Sites.
November
 The first nationwide Doodle 4 Google contest in the U.K. takes
place with the theme My Britain. More than 15,000 kids in Britain
enter, and 13-year old Katherine Chisnall is chosen to have her

21. 21 | P a g e
doodle displayed on www.google.co.uk. There have been Doodle 4
Google contests in several other years and countries since.
December
 Google release Patent Search in the U.S., indexing more than 7
million patents dating backto 1790.
2007
January
 Google announce a partnership with China Mobile, the world’s
largest mobile telecom carrier, to provide mobile and Internet
search services in China.
February
 Google release Google Maps in Australia, complete with local
business results and mobile capability.
 Google Docs & Spreadsheets is available in eleven more languages:
French, Italian, German, Spanish, Traditional Chinese, Simplified
Chinese, Korean, Turkish, Polish, Dutch, Portuguese (Brazil) and
Russian.
 For Valentine’s Day, Google open up Gmail to everyone.
(Previously, it was available by invitation only.)
 Google Apps Premier Edition launches, bringing cloud computing
to businesses.
 The Candidates@Google series kicks off with Senator Hillary
Clinton, the first of several 2008 Presidential candidates, including
Senator Barack Obama and Senator John McCain, to visit the
Googolplex.
 Google introduce traffic information to Google Maps for more than
30 cities around the U.S.
March
 Our first Latin American software coding contest ends with Fabio
Dias Moreira of Brazil taking the grand prize. He scored more
points than 5,000 other programmers from all over the continent.

22. 22 | P a g e
 Google sign partnerships to give free access to Google Apps for
Education to 70,000 university students in Kenya and Rwanda.
April
 This April Fools’ Day is extra busy: not only do Google introduce
the Gmail Paper Archive and TiSP (Toilet Internet Service
Provider)—Google lose (and find) a real snake in our New York
office!
 Google add eight more languages to Blogger, bringing the total to
19.
May
 In partnership with the Growing Connection, Google plant a
vegetable garden in the middle of the Googleplex, the output of
which is incorporated into our café offerings.
 Google move into permanent space in Ann Arbor, Michigan and
Governor Jennifer Granholm helps us celebrate. The office is an
AdWords supportsite.
 At our Searchology event, Google announce new strides taken
towards universal search. Now video, news, books, image and local
results are all integrated together in one search result.
 Google Hot Trends launches, listing the current 100 most active
queries, showing what people are searching for at the moment.
 Street View debuts in Google Maps in five U.S. cities: New York,
San Francisco, Las Vegas, Miami and Denver.
 On Developer Day, Google announce Google Gears (now known
just as Gears), an open source technology for creating offline web
applications.
June
 Google Maps gets prime placement on the original Apple iPhone.
 YouTube becomes available in nine more domains: Brazil, France,
Italy, Japan, the Netherlands, Poland, Spain, Ireland and the U.K.
 Google announce a partnership with Salesforce.com, combining
that company’s on-demand CRM applications with AdWords.

23. 23 | P a g e
 Google unveil several “green” initiatives: RechargeIT, aimed at
accelerating the adoption of plug-in hybrid electric vehicles, the
completion of our installation of solar panels at the Googolplex, in
Mountain View, and our intention to be completely carbon-
neutral by the end of 2007. Google also announce the Climate
Savers Computing Initiative, in collaboration with Intel, Dell and
more than 30 other companies.
 Google Earth Outreach is introduced, designed to help nonprofit
organizations use Google Earth to advocate their causes.
July
 Google announce the acquisition of Postini.
 The first CNN/YouTube debate takes place between the eight
U.S. Democratic Presidential candidates. (The Republicans get their
turn in November 2007.)
 Google Finance becomes available for non-U.S. markets for the
first time, in Canada.
 Google Apps is now available in 28 languages.
August
 Google ask users for their interpretation of how Gmail
travels around the world, and receive more than 1,100 video
responses from more than 65 different countries.
 To infinity and beyond! Sky launches inside Google Earth,
including layers for constellation information and virtual tours of
galaxies.
September
 AdSense for Mobile is introduced, giving sites optimized for
mobile browsers the ability to host the same ads as standard
Websites.
 Together with the X PRIZE Foundation
Google announce the Google Lunar X PRIZE, a robotic race to the
Moon for a $30 million prize purse.
 Google add presently, a new application for making slide
presentations, to Google Docs.

24. 24 | P a g e
 Google Reader becomes available in French, Italian, German,
Spanish, Dutch, English (U.K.), Chinese (Traditional and
Simplified), Japanese and Korean.
October
 Google partner with IBM on a supercomputing initiative so that
students can learn to work at Internet scale on computing
challenges.
November
 Google announce Open Social, a set of common APIs for
developers to build applications for social networks.
 Android, the first open platform for mobile devices, and
collaboration with other companies in the Open Handset Alliance,
is announced. Soon after, Google introduce the $10
million Android Developer Challenge.
 Google.org announces RE<C, an initiative designed to create
electricity from renewable sources that are cheaper than coal. The
initial focus is on support for solar thermal power and wind power
technologies.
December
 The Queen of England launches The Royal Channel on YouTube.
She is the first monarch to establish a video presence this way.
2008
January
 Google.org announces five key initiatives: in addition to the
previously-announced RE<C and RechargeIT, there is a new
dedication to solutions that can predict and prevent crises
worldwide, improve public services and fuel the growth of small
enterprises.
 Google bid in the 700 MHz spectrum auction to ensure that a more
open wireless world becomes available to consumers.
February

25. 25 | P a g e
 For people searching in Hebrew, Arabic, or other right-to-left
languages, Google introduce a feature aimed at making searches
easier by detecting the direction of a query.
 Google Sites, a revamp of the acquisition JotSpot, debuts. Sites
enable you to create collaborative websites with embedded videos,
documents and calendars.
March
 Google finally complete the acquisition deal for Double-click.
 Together with Yahoo and MySpace, Google announce the Open
Social Foundation, an independent non-profit group designed to
provide transparency and operational guidelines around the open
software tools for social computing.
April
 Google feature 16 April Fools’ jokes from our offices around the
world, including the new airline announced with Sir Richard
Branson (Virgle), AdSense for Conversations, a Manpower
Search (China) and the Google Wake-Up Kit. Bonus foolishness:
all viewers linking to YouTube-featured videos are “Rick rolled.”
 A new version of Google Earth launches, incorporating Street View
and 12 more languages. At the same time, KML 2.2, which began
as the Google Earth file format, is accepted as an official Open
Geospatial Consortium standard.
 Google Websites Optimizer comes out of beta, expanding from an
AdWords-only product. It’s a free Websites-testing tool with which
site owners can continually test different combinations of their
Websites content (such as images and text), to see which ones yield
the most sales, sign-ups, leads or other goals.
 Google launch Google Finance China allowing Chinese investors to
get stock and mutual fund data as a result of this collaboration
between our New York and Shanghai teams.
 Google introduce a collection of 70+ new themes (“skins”) for
iGoogle, contributed by such artists and designers as Dale Chihuly,
Oscarde la Renta, Kwon Ki-Soo and Philippe Starck.
May

26. 26 | P a g e
 Following both the Sichuan earthquake in China and Cyclone
Nargis in Myanmar (Burma), Google Earth adds new satellite
information for the region(s) to help recovery efforts.
 Reflecting our commitment to searchers worldwide, Google search
now supports Unicode 5.1.
 At a developer event, Google preview Google Friend Connect, a set
of functions and applications enabling Websites owners to easily
make their sites social by adding registration, invitations, member’s
gallery, message posting and reviews, plus applications built by the
Open Social developer community.
 With IPv4 addresses (the numbers that computers use to connect to
the Internet) running low, Google search becomes available over
IPv6, a new IP address space large enough to assign almost three
billion networks to every person on the planet. Vint Cerf is a key
proponentof broad and immediate adoption of IPv6.
 Google Translate adds 10 more languages (Bulgarian, Croatian,
Czech, Danish, Finnish, Hindi, Norwegian, Polish, Romanian and
Swedish), bringing the total to 23.
 Google release Google Health to the public, allowing people to
safely and securely collect, store and manage their medical records
and health information online.
 Google introduce a series of blog posts detailing the many aspects
of good search results on the Official Google Blog.
 California 6th grader Grace Moon wins the U.S. 2008 Doodle 4
Google competition for her doodle “Up in the Clouds.”
June
 Real-time stockquotes go live on Google Finance for the first time.
 With the launch of Google Site Search, site owners can enable
Google-powered searches on their own Websites.
 Google launch Gmail Labs, a set of experimental Gmail features,
including saved searches and different kinds of stars, which let you
customize your Gmail experience.

27. 27 | P a g e
 A new version of Maps for Mobile debuts, putting Google Transit
directions on phones in more than 50 cities worldwide.
 For the first time, Google engineers create the problems for
contestants to solve at the 7th Annual CodeJam competition.
July
 Google provide Street View for the entire 2008 Tour de France
route—the first launch of Street View imagery in Europe.
 Our first downloadable iPhone app, featuring My Location and
word suggestions for quicker mobile searching, debuts with the
launch of the Apple 3G iPhone.
 Google work with the band Radiohead to make a music video of
their song “House of Cards,”using only data, and not cameras.
 Our indexing system for processing links indicates that Google now
count 1 trillion unique URLs (and the number of individual web
pages out there is growing by several billion pages per day).
August
 Street View is available in several cities in Japan and Australia—
the first time it’s appeared outside of North America or Europe.
 Google Suggest feature arrives on Google.com, helping formulate
queries, reduce spelling errors and reduce keystrokes.
 Just in time for the U.S. political conventions, Google launch a site
dedicated to the 2008 U.S. elections, with news, video and photos
as well as tools for teachers and campaigners.
September
 Word gets out about Chrome a bit ahead of schedule when
the comic book that introduces our new open source browser is
released earlier than planned on September 1. The browser
officially becomes available for worldwide download a day later.
 Google get involved with the U.S. political process at
the presidential nominating conventions for the Democratic and
Republican parties.
 Google release an upgrade for Picasa, including new editing tools, a
movie maker and easier syncing with the Web. At the same

28. 28 | P a g e
time, Picasa Web Albums is updated with a new feature allowing
you to ”name tag” people in photos.
 Google News Archive helps to make more old newspapers
accessible and searchable online by partnering with newspaper
publishers to digitize millions of pages of news archives.
 T-Mobile announces the G1, the first phone built on the Android
operating system. At the same time, Google release a new Android
Software Developer Kit, and the Open Handset Alliance announces
its intention to open source the entire Android platform by the end
of 2008. The G1 becomes available for purchase in October.
 Google launch Transit for the New York metro region, making
public transit information easily available for users of the largest
transportation agency in the U.S.
 Thanks to all of you, Google celebrates 10 fast-paced years.
October
 Google release the first draft of Clean Energy 2030, a proposal to
wean the U.S. off of coal and oil for electricity use and to reduce oil
use by cars 40 percent by 2030. The plan could generate billions in
savings as well as millions of “green jobs.”
 Google introduce Google Earth for the iPhone and iPod touch,
complete with photos, geo-located Wikipedia articles and the
ability to tilt your phone to view 3D terrain.
 Googlers in Mountain View build a zip line to travel across the
small Permanente Creek separating a few of our buildings.
November
 In a vote by 5-0, the FCC formally agrees to open up “white
spaces,” or unused television spectrum, for wireless broadband
service. Google see this decision as a clear victory for Internet users
and anyone who wants good wireless communications.
 After Google discover a correlation between certain search queries
and CDC data on flu symptoms, Google release Google Flu Trends,
an indicator of flu activity around the U.S. as much as two weeks
earlier than traditional flu surveillance systems.

29. 29 | P a g e
 Google announce the availability of the LIFE photo archive in
Google Image Search. Only a fraction of the approximately 10
million photos have ever been seen before.
 Search Wiki launches, a way for you to customize your own search
experience by re-ranking, deleting, adding and commenting on
search results. Comments can also be read by other users.
December
 Google invite musicians around the globe to audition to participate
in the YouTube Symphony Orchestra, the world’s first
collaborative online orchestra.
 Google Friend Connect is available to any Webmaster looking to
easily integrate social features into their site.
 Street View coverage more than doubles in the United States,
including several states never before seen on Street View (Maine,
West Virginia, North Dakota and South Dakota).
 Google partner with publishers to digitize millions of magazine
articles and make them readily available on Google Book Search.
2009
January
 Google kick off January with the launch of Picasa for Mac at
Macworld.
 The Vatican launches a YouTube Channel, providing updates from
the Pope and Catholic Church.
 Together with the New America Foundation’s Open Technology
Institute, the PlanetLab Consortium and academic researchers,
Google announce Measurement Lab (M-Lab), an open platform
that provides tools to test broadband connections.
February
 The latest version of Google Earth makes a splash with Ocean, a
new feature that provides a 3D look at the ocean floor and
information about one of the world’s greatest natural resources.

30. 30 | P a g e
 Google introduce Google Latitude, a Google Maps for mobile
feature and an iGoogle gadget that lets you share your location with
friends and see the approximate location of people who have
decided to share their location with you.
 After adding Turkish, Thai, Hungarian, Estonian, Albanian,
Maltese and Galician, Google Translate is capable of automatic
translation between 41 languages, covering 98 percent of the
languages read by Internet users.
 Our first message on Twitter gets back to binary: I’m 01100110
01100101 01100101 01101100 01101001 01101110 01100111
00100000 01101100 01110101 01100011 01101011 01111001
00001010. (Hint: it’s a button on our homepage.)
March
 Google launch a beta test of interest-based advertising on partner
sites and on YouTube. This kind of tailored advertising lets us show
ads more closely related to what people are searching for, and it
gives advertisers an efficient way to reach those who are most
interested in their products or services.
 Google release Google Voice to existing Grand Central users. The
new application improves the way you use your phone, with
features like voicemail transcription and archive and search of all of
your SMS text messages.
 Google celebrate our San Francisco office’s Gold rating from the
U.S. Green Building Council’s LEED (Leadership in Energy and
Environmental Design) Green Building Rating System. Google see
it as a sign that Google is on track with our approach to building
environmentally friendly offices.
 The White House holds an online town hall to answer citizens’
questions submitted on Google Moderator.
 Google launch new iGoogle backdrops inspired by video games,
including classics like “Mario,” “Zelda” and “Donkey Kong.”
 Google announce Google Ventures: a venture capital fund aimed at
using our resources to support innovation and encourage promising
new technology companies.

31. 31 | P a g e
 Using our transliteration technology, Google build and release a
feature in Gmail that makes it easy to type messages in Indian
languages like Hindi or Malayalam.
 Google Suggest goes local with keyword suggestions for 51
languages in 155 domains.
April
 Our April Fools’ Day prank this year is CADIE, our “Cognitive
Autoheuristic Distributed-Intelligence Entity” who spends the day
taking over various Google products before self-destructing.
 Google announce an update to search which enables people to get
localized results even if they don’t include a location in their search
query.
 For India’s 15th general election, Google launch the Google India
Elections Centre, where people can check to see if they’re
registered to vote, find their polling place, as well as read news and
other information.
 Over 90 musicians from around the world—including a Spanish
guitarist, a Dutch harpist and a Lithuanian birbyne player—
perform in the first-ever YouTube Symphony Orchestra at Carnegie
Hall.
 Google rebuild and redesign Google Labs as well as release two
new Labs: Similar Image search and Google News Timeline. Later
in the month, Google introduce ToolbarLabs.
 Google begin to show Google profile results at the bottom of U.S.
search pages when people search for names, giving people more
control over what others find about them when they search on
Google.
 Google release 11 short films about Google Chrome made by
Christoph Niemann, Motion Theory, Steve Mottershead, Go Robot,
Open, Default Office, Hunter Gatherer, Lifelong Friendship
Society, SuperFad, Jeff & Paul and Pantograph.
May

32. 32 | P a g e
 To clear brush and reduce fire hazard in the fields near our
Mountain View headquarters, Google rent some goats from a local
company. They help us trim the grass the low-carbon way!
 At our second Searchology event, Google introduce a few new
search features, including the Search Options panel and rich
snippets in search results.
 Google launch Sky Map for Android, which uses your Android
phone to help you identify stars, constellations and planets.
 Christin Engelberth, a sixth grader at Bernard Harris Middle School
in San Antonio, Texas, wins the second U.S. Doodle 4
Google competition with her doodle“A new beginning.”
 At our second annual Google I/O developer conference in San
Francisco, Google preview Google Wave, a new communication
and collaboration tool.
June
 Google add a new dashboard to Google Places which gives
business owners information, such as what people searched for to
see their listing or how many times their listing appeared in search
results, about how customers find their businesses in Google Maps.
 Google introduce two new ways to customize your iGoogle page:
the iGoogle Showcase, which lets you see your favorite celebrities’
homepages look like and add gadgets and more from those pages to
your own, and nature themes.
 Google Squared, a new experiment in Labs intended for certain
kinds of complex search queries, collects facts from the Web and
presents them in an organized collection, similar to a spreadsheet.
 The Google Translator Toolkit is a new set of editing tools that
helps people translate and publish work in other languages faster
and at a higher quality. Our automatic translation system also learns
from any corrections.
 Google announce All for Good. It’s a single search interface for
volunteer activities across many major volunteering sites and
organizations that are developed using App Engine and Google
Base. Many Googlers contributed to the open source project in their
20 percent time.

33. 33 | P a g e
 Google release a beta version of AdSense for Mobile Applications,
which allows developers to earn revenue by displaying text and
image ads in iPhone and Android applications.
 Google SMS is a suite of mobile applications that allows people in
Africa to access information—like health and agriculture tips, news
and local weather—using SMS on their mobile phones, and
includes a marketplace application for finding buyers and sellers of
goods.
July
 Both the enterprise and consumer versions of Gmail, Google
Calendar, Google Docs and Google Talk are now out of beta.
 Google announce that we’re developing the Google Chrome OS, an
open source, light weight operating system initially targeted at net
books.
 Google launch Moon in Google Earth on the 40th anniversary of
the moon landing. The tool features lunar imagery, information
about the Apollo landing sites, panoramic images shot by the
Apollo astronauts and narrated tours.
 The new comics themes for iGoogle range from classic strips like
Peanuts to heroes like Batman to alternative comics from all over
the world.
 Google add a search options panel to Google Images, making it
easier to find the types of images you need.
August
 Any active U.S. service member is invited to sign up for a Google
Voice account, to help them keep in better touch with family and
friends, especially when deployed abroad.
 Google announce a deal to acquire On2 Technologies, a high-
quality video compressiontechnology company.
 New social features come to iGoogle, including social gaming,
media-sharing and to-do list gadgets as well as an update feed for
friends’ activities.

34. 34 | P a g e
 Google Insights for Search is now available in 39 languages around
the world. While we’re at it, Google introduce a forecasting feature
and an animated map.
 Google expand the YouTube Partnership Program to include
individual popular videos, so you can monetize your viral video and
earn revenue even if you aren’t a member of the Partnership
Program.
 Google add Afrikaans, Belarusian, Icelandic, Irish, Macedonian,
Malay, Swahili, Welsh and Yiddish to Google Translate, bringing
the total number of supported languages to 51—that’s 2,550
language pairs!
September
 Google celebrate the birthday of a product nearly as old as Google
itself: Blogger. More than 300 million people visit the blogging site
every month, and Google is proud that it continues to be a medium
for people around the world to freely express themselves.
 The search box on our classic homepage gets bigger.
 Fast Flip, an experiment in Google Labs, lets you quickly
browse through recent news, headlines and popular topics like a
print magazine, while at the same time offering some of the benefits
of online news, like aggregation and search over many top
publications, personalization and the ability to share content with
your friends.
 Google acquire reCAPTCHA, a technology company focused on
Optical Character Recognition (OCR)—the process that converts
scanned images into plain text.
 In an effort to create a more open display advertising ecosystem for
everyone, Google introduce the Double-click Ad Exchange, a real-
time marketplace that helps large online publishers on one side; and
ad networks and agency networks on the other, buy and sell display
advertising space.
 On the birthday of the “father of science fiction,” Google unveil the
truth behind a mysterious series of doodles in tribute to H.G. Wells.
 Google introduce Place Pages to Google Maps: one page that
organizes all the relevant information about a business, point of

35. 35 | P a g e
interest, transit station, neighborhood, landmark or city—in any
part of the world—in one place. Place Pages include rich details,
like photos, videos, a Street View preview, nearby transit, reviews
and related Websites.
October
 Google begin a series of posts on the Official Google Blog
dedicated to the latest and greatest in the world of Google search.
 Flu Trends, our flu surveillance tool, is now available in 16
additional countries and in 37 languages.
 Google introduce Building Maker, a tool for creating buildings for
Google Earth that lets you construct a model of a building using
aerial photos and simple 3D shapes.
 Google announce an agreement with Twitter to include their
updates in our search results.
 Social Search, a new experiment on Google Labs, helps you find
relevant public content from your friends and contacts right in your
Google search results.
 Google Maps Navigation, our turn-by-turn GPS navigation system,
includes 3D views and voice guidance—and because it’s connected
to the Google cloud, it always includes the newest map data, lets
you search by voice or along a route, and provides live traffic data.
 A new search feature helps you find music information on the Web.
When you enter the name of a song, artist or album, or even a
snippet of lyrics, your search results will include links to an audio
preview of those songs provided by our music search partners.
November
 The Google Dashboard provides you with greater transparency and
control over the data associated with your Google Account.
 A new series on the Official Google Blog covers what’s new in
Google Apps.
 Google add full-text legal opinions from U.S. federal and state
district, appellate and supreme courts to Google Scholar. Google

36. 36 | P a g e
think this addition will empower the average citizen by helping
everyone learn more about the laws that govern us all.
 An experimental feature in Labs called Image Swirl builds on new
computer vision research to cluster similar images into
representative groups in a fun, exploratory interface.
 By combining automatic speech recognition (ASR) technology with
the YouTube caption system, Google offer automatic captions in
YouTube. Captions can help the deaf and hearing impaired, enable
people around the world to access video content through machine
translation, improve search and enable users to jump to the exact
parts of the videos they’re looking for.
 A few months after announcing our open source operating system
project, Google open-source the project as Chromium OS in order
to engage with partners, the open source community and
developers.
December
 A new homepage design shows only our logo, the search box and
the buttons upon first loading, and reveals other links on the
homepage, such as Gmail or Image Search, when the user moves
the mouse.
 Google Public DNS is part of our ongoing effort to make the Web
faster. A DNS resolver converts easy-to-remember domain names
into unique Internet Protocol (IP) numbers so that computers can
communicate with one another.
 With our new real-time search feature, you can see live updates
from people on popular sites like Twitter, as well as news headlines
and blog posts published just seconds before your search—right on
the search results page.
 Just in time for the holidays, Google roll out Mac and Linux
versions of Google Chrome, as well as extensions for Chrome in
Windows and Linux (all in beta).
 Living Stories developed in partnership with The New York
Times and The Washington Post is an experimental format
prototype for presenting online news. (Google ended this

37. 37 | P a g e
experiment in February 2010 and open-sourced the code for anyone
to use.)
 Google introduce a few new features to Google Toolbar, including
an easy way to share any page on the Web, shortened by a new
URL shortened (goo.gl).
 For the first time, YouTube reveals official Most-Watched lists and
some of its fastest-rising search terms for the past year.
2010
January
 Google introduce Nexus One, an exemplar of what’s possible on
mobile devices through Android, as well as a Google-hosted Web
store aimed at providing people with an easier way to buy a mobile
phone.
 Now, you can upload all file types, including large graphics files,
RAW photos, ZIP archives and more to the cloud through Google
Docs, giving you one place where you can upload and access your
key files online.
 Google state our new approach to business in China: Google will
no longer censor search results on Google.cn, and Google will work
to determine how Google might operate an unfiltered search engine
within the law, if possible.
 On International Data Privacy Day, Google publish our privacy
principles. Google’ve always operated under these principles, but
now codify them to share our thinking as Google create new
technologies.
February
 The first-ever Google Super Bowl ad tells a love story through
search terms. This is one of many videos made to celebrate the
human quests behind search.
 In time for the Winter Games in Vancouver, Google
introduce Street View imagery of Whistler Blackcomb Mountains,
gathered with a special camera-equipped snowmobile.

38. 38 | P a g e
 Google Buzz is a new way to start conversations about things you
find interesting—like photos, videos, WebPages or whatever might
be on your mind—built into Gmail and for mobile.
 Google introduce Safety Mode in YouTube, an opt-in setting to
help screen out potentially objectionable content that you may
prefer not to see or don’t want others in your family to stumble
across while enjoying YouTube.
 Google announce a plan to build and test ultra high-speed
broadband networks, delivering Internet speeds more than 100
times faster than what most Americans have access to today, in a
small number of trial locations across the United States.
 Google acquire Aardvark, a company that lets you quickly and
easily tap into the knowledge and experience of your friends and
extended network of contacts.
 The next generation of ad-serving technology for online
publishers, Double-click for Publishers and DFP Small Business,
combines Google’s technology and infrastructure with Double-
clicks’ display advertising and ad serving experience.
March
 Google acquire Picnik, a site enabling you to edit your photos in the
cloud, without leaving your browser.
 Stars in search is a new feature that makes it easier for you to mark
and rediscover your favorite Web content.
 The Google Apps Marketplace is a new online store for integrated
business applications that allows Google Apps customers to easily
discover, deploy and manage cloud applications that integrate with
Google Apps.
 Bike directions and bike trail data come to Google Maps.
 Following the January announcement about search in China,
Google stop censoring our search services–Google Search, Google
News and Google Images–on Google.cn, instead redirecting users
from Google.cn to Google.com.hk.
April

39. 39 | P a g e
 For April Fools’ Day, Google change our name to Topeka. The
change is a tribute to Topeka, Kansas, which changed its name to
Google as part of an effort to bring our experimental fiber
network to that city.
 Scientists announce a significant new hominid fossil discovery,
made with help from Google Earth, in the Cradle of Humankind
World Heritage Site in South Africa.
 New features for real-time search include the ability to search the
archive of public tweets and “replay” the conversation from a
particular moment in time, as well as a tool called Google Follow
Finder that helps you find new people to follow.
 Google Places (formerly the Local Business Center) gets a new
name along with some new features, like showing service areas
and, in some cities, the ability to use an easy advertising program
called Tags.
 Google launch a Government Requests tool to give people
information about the requests for user data or content removal
Google receive from government agencies around the world.
 With Earth view in Google Maps, you can explore Google Earth’s
detailed 3D imagery and terrain directly in Google Maps, on your
browser.
 Oregon becomes the first state to open up Google Apps for
Education to public schools throughout the state.
May
 As part of our efforts to accelerate the deployment of renewable
energy, Google make our first direct investment in a utility-scale
renewable energy project.
 In response to the Deepwater Horizon oil spill in the Gulf of
Mexico, Google provide Google Earth imagery of the spill’s
spread.
 Google roll out a refreshed look for our search results, with a new,
contextual left-hand panel that highlights the most relevant search
tools and refinements for your query.

40. 40 | P a g e
 A team of Googlers in London create a photomosaic of the Google
logo. (Later, this project becomes the inspiration for a company
contest.)
 At Google I/O, Google announce Google TV, which is built on
Android and Chrome and gives you an easy and fast way to
navigate to television channels, Websites, apps, shows and movies.
Google’s busy at I/O this year, with a handful of other
announcements and updates.
 In celebration of PAC-MAN’s 30th birthday, Google release
our first-ever playable doodle, complete with all 256 levels and Ms.
PAC-MAN. It’s so popular Google soongive it a permanent home.
 You have the option to search more securely with SSL-encrypted
Google Web search.
 Google release a report on our economic impact in the United
States: in 2009, Google generated a total of $54 billion of economic
activity for American businesses, Websites publishers and non-
profits.
 The 2010 Doodle 4 Google winner in the U.S. is third grader
Mackenzie Melton, for her doodle“Rainforest Habitat.”
 Google officially acquire AdMob, a mobile display advertising
company.
June
 You can now personalize your Google.com with a background
image.
 With help from the Marin Bee Company, Google install
the Hiveplex–four bee hives painted in Google’s colors, situated in
a flowered area on our campus. Google have our first honey
harvest later in the year.
 Google collaborate with the Guggenheim Museum on a global
online initiative, called YouTube Play: A Biennale of Creative
Video, to discover the most creative video in the world.
 Google catch football fever, offering ways for fans to stay on top of
the 2010 World Cup as well as a lot of thorough analysis of
soccersearch trends.

41. 41 | P a g e
 Caffeine, our new indexing system, provides 50 percent fresher
results for Web searches than our last index, and is the largest
collection of Web content Google has offered.
 Google Voice is now available to anyone in the U.S.
 Google stop redirecting Chinese users from Google.cn to
Google.com.hk. Instead, Google provide a landing page where
users can use Google.cn services that Google can provide without
filtering, and/or click through to Google.com.hk for search.
 The Google News homepage is redesigned to make your view of
news more relevant and easier for you to share interesting stories.
July
 Google sign an agreement to acquire ITA, a software company
specializing in organizing airline data, including flight times,
availability and prices.
 “Life in a Day” is a cinematic experiment to document one day, as
seen through the eyes of people around the world.
 Google acquire MetaWeb, a company that maintains an open
database of things in the world.
 Google announce an agreement to purchase the clean energy from
114 megawatts of wind generation at the Next Era Energy
Resources Story County II facility in Iowa.
 Google Images gets a new look, designed to make it easier for you
to take advantage of some of the powerful technology behind
Images.
 Google Apps for Government, our newest edition of Google Apps,
includes the same Google applications offered to businesses and
everyday users, with specific measures to address the policy and
security needs of the public sector.
August
 Google will not continue to develop Google Wave as a standalone
product.

42. 42 | P a g e
 Google acquire Slide, a social technology company with an
extensive history of building new ways for people to connect with
others across numerous platforms online.
 With Verizon, Google announce a joint policy proposal for an open
Internet.
 Voice Actions for Android are a series of voice commands that let
you controlyour phone just by speaking.
 If you’re in the U.S., you can now call any phone directly from
Gmail.
 Real-time Search gets a new standalone homepage, along with
more tools for exploring and refining real-time results.
 “The Wilderness Downtown” is a musical experience created by
writer/director Chris Milk with the band Arcade Fire and Google,
built with Google Chrome in mind using HTML5 and other
technologies.
 Priority Inbox, an experimental way of handling information
overload in Gmail, automatically sorts your email by importance,
using a variety of signals.
September
 Google celebrate Google Chrome’s second birthday with a new
release of the browser that’s three times faster than the original
beta.
 Google Instant predicts what you’re interested in and shows you
search results as you type so you can quickly get to the information
you’re looking for.
 Our new Family Safety Center is a one-stop shop with info for
parents and teachers on how to keep kids safe online.
 A new online Transparency Report gives people tools to see where
governments are demanding that Google remove content and where
Google services are being blocked.
 Google News turns eight.

43. 43 | P a g e
 Google announce the five winners of Project 10^100.
 Google celebrate the 50th anniversary of “The Flintstones” with a
Google doodle.
 Brazil, Ireland and Antarctica imagery comes to Street View. Now,
three years after Google first launched Street View in five U.S.
cities, you can explore all seven continents at eye level!
October
 YouTube and Yoko Ono salute John Lennon on what would have
been his 70th birthday.
 Self-driving cars! Our experimental technology logs more than
140,000 miles.
 Google invest in the Atlantic Wind Connection (AWC) backbone,
which provides enough renewable wind energy to serve
approximately 1.9 million households.
 Google Apps for Education hits the 10 million user mark.
 Google give $5 million in grants to non-profit organizations that are
working to develop new approaches to journalism in the digital age.
 Place Search is a new kind of local search result organized around
places, enabling you to find what you’re looking for nearby.
November
 Now you can know what you’re getting before you click
with Google Instant Previews, which shows you a snapshot of each
search result.
 Google Voice debuts on the iPhone, and Google Instant comes to
most smartphones.
 With Boutiques.com, fashion-savvy shoppers can create their own
online boutiques or browse boutiques curated by celebs, stylists and
designers.
 3D trees arrive on Google Earth.
 Mobile editing comes to Google Docs.
 It’s storybook time—Google share an online guidebook about
browsers and the Web.

44. 44 | P a g e
 35 hours of video are uploaded to YouTube every minute.
 Hotpot, a local recommendation engine powered by you and your
friends, is launched. In 2011, it becomes part of Google Places.
December
 Google doodles migrate to your smartphone.
 With the Google eBook store, bibliophiles everywhere can browse
and search through more than 3 million eBooks, including hundreds
of thousands for sale.
 Gingerbread is the latest and fastest version of the Android
platform.
 The Google Books Ngram Viewer graphs and compares words and
phrases over time, showing how their usage has waxed and waned
over the years.
 In 2010, Google contributed $184 million to charitable
organizations, including Google Grants, Google.org tech projects
and productsupportfornon-profits.
 With more than 120 million Chrome users (up from 40 million in
2009), Google open the Chrome Web Store for business, and
introduce a pilot program for Chrome OS notebooks.
2011
January
 Google announce that co-founder Larry Page will become CEO in
April 2011. Eric Schmidt will be Executive Chairman.
 The first episode of the YouTube World View speaker series airs
with President Obama answering citizen questions following his
State of the Union address.
 In the midst of protests in Egypt, Google introduce a service
called Speak to Tweet: Dial a phone number, leave your tweet as a
voicemail and we’ll publish it for you—meaning anyone can have a
voice, even without an Internet connection.
February

45. 45 | P a g e
 The Google Art Project lets you virtually tour 17 of the world’s best
museums and explore high res images of more than 1,000 works of
art.
 Google.com/weddings debuts with custom templates for Sites and
Docs so you can organize all the info you need to plan your
nuptials.
 Google One Pass lets publishers set their own prices and terms for
their digital content, while Google handle payment technology
with Google Checkout.
 Google Social Search is now more comprehensive, and social
results from people you care about are mixed in with your results
based on relevance.
 A new search algorithm that affects 11.8% of our queries makes
further improvements in search results.
March
 Gridlock begones: Google Maps Navigation now routes you around
traffic, so you can spend more time doing and less time waiting.
 Instant Previews come to mobile devices.
 Following the devastating earthquake in Japan, our crisis response
team and Tokyo office work overtime to assemble resources to
help, including Person Finder and an information page with links to
pages where you can donate.
 Google for Nonprofits puts all our tools for nonprofits under one
umbrella to help U.S.-based nonprofits make an even bigger
difference.
 The @GoogleTalks team uploads its 1000th video to YouTube.
 Kansas City, Kansas will be the first community to benefit from
our ultra high-speed broadband network, aimed at providing
Internet access more than 100 times faster than what most
Americans have today.
 The new +1 button lets you publicly give something a “thumbs up,”
helping your friends and contacts find the best stuff when they

46. 46 | P a g e
search. +1’s also help show you useful recommendations on the
topics you’re interested in, right when you want them—in your
search results.
 Google establish two new Google domains in Iraq and Tunisia.
 Personalize your search results by blocking certain unwanted
domains from appearing.
April
 Google was busy this April Fools’ Day: Gmail motion lets you
control Gmail with your body and a new exercise program,
Chromercise, promises to deliver the fitter fingers you’ve always
dreamed of.
 Google commit up to $100 million in AdWords matching funds to
the Startup America Partnership to help jump-start the economy.
This same month, Google give $12 million in grants to museums in
New York, London, California, Chicago and Boston.
 You can now add your local knowledge to the map with Google
Map Maker for the U.S.
 Charlie Chaplin’s 122nd birthday is the occasion for our first-
ever live-action Google Doodle.
 Google invest $168 million in a solar energy power plant in
California’s Mojave Desert; sign a power purchase agreement
for wind energy in Oklahoma; and invest approximately $100
million in the Shepherds Flat Wind Farm, anticipated to be the
largest wind farm in the world.
 A Google a Day is a new daily puzzle that can be solved using your
creativity and clever search skills on Google.
 Google acquire airline data organization software company ITA.
 AdWords advertisers receive free phone support.
 The world goes crazy over the royal Wedding of Prince William
and Kate Middleton, and Google has no exception, airing it live on
YouTube.
May

47. 47 | P a g e
 At Google I/O, Google focus on Android, launching Music Beta by
Google, and Chrome, announcing the first Chromebooks for sale.
 Our latest Chrome experiment, “3 Dreams of Black,” is a voyage
through three dream worlds set to the collaborative album ROME.
 Google Transit goes to Washington, D.C.
 Our U.S. economic impact for the year 2010 is $64 billion.
 Voters crown seven-year-old Mateo Lopez the U.S. Doodle 4
Google winner.
 Google invest $157 million in renewable wind energy via the Alta
Wind Energy center.
 Happy 6th birthday, YouTube!
 Google give a sneak preview of Google Wallet, which lets you tap
to pay and use your phone as your wallet.
June
 Google Offers beta kicks off in Portland, Ore.
 The +1 button is released to sites across the entire Web, so you can
more easily recommend Websites to friends.
 Schema.org, a collaboration among Google, Bing and Yahoo!,
supports a common vocabulary for structured data markup across
the Web.
 Rock on: Our playable doodle in honor of guitar inventor Les Paul
becomes the most popular Google doodle of all time.
 Our corporate electric vehicle charging infrastructure is the largest
the country.
 Google invest $280 million to help finance solar installations for
homeowners.
 Google acquire Admeld to help major publishers get the most out
of the rapidly changing and growing display ad landscape.
 Google announce image and voice search on the desktop as well as
Instant Pages, which gets the top search result ready in the
background while you’re choosing which link to click.

48. 48 | P a g e
 The Google+ project—real-life sharing, rethought for the Web—
launches.
 All our products start getting a design makeover, beginning with
our homepage.
July
 Talented young scientists wow the judges at the inaugural Google
Science Fair.
 Mind the gap: London public transit directions come to Google
Maps.
 AdWords Express is a faster and simpler way for small businesses
to start advertising online in less than five minutes.
 Choreographers Pilobolus and OK Go collaborate with us on All is
Not Lost, our latest Chrome experiment.
 2-step verification is now available in 40 languages and in more
than 150 countries to help people keep their Google Accounts
secure.
August
 Google agree to acquire Motorola Mobility.
 Google still love Lucy, and Google celebrate her birthday with a
Google doodle.
 Games come to Google+.
 The Street View team goes to the Amazon to capture images of the
river, surrounding forests and adjacent river communities.
 Music discovery site Magnifier is our latest complement to Music
Beta.
 You can now +1 a Websites and choose to share it with your
circles on Google+.
 Google share highlights from our environmentally
friendly transportation, food and building programs.
 Blogger gets a makeover.
September

49. 49 | P a g e
 Android blasts off for a second time, rocketing to the International
Space Station to help perform tasks like recording sensor data and
capturing video footage.
 An animated music video doodle honors the birthday of Queen
front man Freddie Mercury.
 Google launch The Big Picture on Google Green to highlight our
environmental impact. Google also announce that Gmail and
YouTube are far more energy efficient than non-cloud email and
video solutions.
 Google acquire Zagat and plan to make it a cornerstone of our local
offerings.
 The Google Wallet app becomes available on Sprint Nexus S 4G
phones, with more to follow.
 After a 90-day field trial, the Google+ project moves to open
signups. Google also add Search and Hangout features.
 In partnership with the Israel Museum, Google digitize the ancient
Dead Sea Scrolls.
 A $75 million investment in Clean Power Finance brings our total
investment amount in clean energy to $850 million.
 Blogger gets prettier, faster and more interactive with Dynamic
Views.
October
 Google Earth reaches the one billion download mark.
 The YouTube Space Lab, a new educational channel that invites
students to submit ideas for a science experiment that can be
conducted in space, lifts off.
 The latest version of Google Translate for Android expands
Conversation Mode, which enables you to translate speech back
and forth between languages, to 14 languages.
 Presentations in Google Docs gets a revamp and new features.
 Google incorporate WebGL into Google Maps to create Google
MapsGL, a maps experience with far richer visuals and animations.

50. 50 | P a g e
 With Samsung, Google unveil the Galaxy Nexus—the first phone
designed for Android 4.0, a.k.a. Ice Cream Sandwich.
 Our Street View trike rides the rails to capture the stunning Swiss
Alps.
 The Tunisia Talks channel enables Tunisians to submit questions to
political candidates in advance of the country’s landmark free
elections.
 More updates come to Google+: Learn what people are talking
about around the platform with “What’s hot,” see how posts get
shared with Ripples and edit photos in Google+ with Creative Kit.
Plus, Google+ is now available to Google Apps customers
worldwide.
 Google carve a spooktacular jack-o-lantern homepage doodle for
HalloGoogleen.
November
 Our redesign comes to Gmail, featuring streamlined conversations,
new HD themes, smarter navigation and more.
 The world’s largest pilgrimage—the Hajj, in Saudi Arabia—
is broadcastlive on YouTube for the first time.
 Google+ Pages for businesses, organizations and other
entities enable you to connect with all the things you care about.
 Google for Veterans and Families brings together Google products
and platforms for service members and their families.
 Music beta evolves into a broader platform, Google Music,
enabling you to buy, play and share your favorite tunes, and store
your music in the cloud so you can listen to it anywhere.
 Street View goes places with special collections. Take a walk in the
park or hit the slopes with a number of new parks and ski resorts.
 Gobble, gobble. There’s a create-your-own turkey doodle up on our
homepage to celebrate Thanksgiving in the U.S.
 Google Maps for Android reaches a new frontier: mapping the
indoors.

51. 51 | P a g e
 Google roll out the next stage in our redesign, a new Google
bar that enables you to navigate quickly among all our services.
December
 YouTube has a new look, complete with a redesigned homepage
and simpler and customizable Channels.
 Oui, oui. Google open a new office in Paris—headquarters for all
our Southern Europe, Middle East and Africa operations.
 Android Market exceeds 10 billion app downloads—with a growth
rate of one billion app downloads per month.
 360-degree panoramic imagery of those areas in Japan affected by
the March 2011 earthquake is now available through the Street
View feature in Google Maps.
 Our end-of-year grants in STEM and girls’ education,
empowerment through technology and anti-slavery and human
trafficking total $40 million.
 Google close out the debut year for Google+ with a few more
improvements: the ability to adjust the volume of your circles,
redesigned notifications, new features for Google+ Pages and a
better photo experience. Google+ Hangouts get some upgrades, too.
 Google unveil a new site to make it easy for you to browse our
homepage doodles.
2012
January
 Google.com/elections is a new one-stop shop for news, trends and
online tools for elections around the world.
 The creator of the Addams Family gets a 100th birthday doodle.
 Search plus Your World is the next step in transforming Google
into a search engine that understands not only content, but also
people and relationships.
 Google is the first major Internet services company to have all of
our U.S. owned and operated data centers receive ISO 14001 and

52. 52 | P a g e
OHSAS 18001 certification, high standards for environmental
management and workforce safety.
 After the State of the Union, U.S. President Barack Obama has a
Google+ Hangout to answer questions directly from citizens.
 Google Earth 6.2 makes search improvements, adds a Google+
sharing tool and creates a seamless globe out of a previous
patchwork of photographs.

53. 53 | P a g e
Management Team
Larry Page and Sergey Brin founded Google in September 1998. Since then, the
company has grown to more than 30,000 employees worldwide, with a
management team that represents some of the most experienced technology
professionals in the industry.
Executive Officers
Larry Page CEO
As Google’s chief executive officer,
Larry is responsible for Google’s day-
to-day-operations, as well as leading the
company’s product development and
technology strategy. He co-founded
Google with Sergey Brin in 1998 while
pursuing a Ph.D. at Stanford University, and was the first CEO until 2001—
growing the company to more than 200 employees and profitability. From 2001 to
2011, Larry was president of products.
Larry holds a bachelor’s degree in engineering from the University of Michigan,
Ann Arbor and a master’s degree in computer science from Stanford University.
He is a member of the National Advisory Committee (NAC) of the University of
Michigan College of Engineering, and together with co-founder Sergey Brin, Larry
was honored with the Marconi Prize in 2004. He is a trustee on the board of the X
PRIZE, and was elected to the National Academy of Engineering in 2004.

54. 54 | P a g e
Eric E. Schmidt Executive Chairman
Since joining Google in 2001, Eric
Schmidt has helped grow the company
from a Silicon Valley startup to a global
leader in technology. As executive
chairman, he is responsible for the
external matters of Google: building
partnerships and broader business relationships, government outreach and
technology thought leadership, as well as advising the CEO and senior leadership
on business and policy issues.
From 2001-2011, Eric served as Google’s chief executive officer, overseeing the
company’s technical and business strategy alongside founders Sergey Brin and
Larry Page. Under his leadership, Google dramatically scaled its infrastructure and
diversified its productofferings while maintaining a strong culture of innovation.
Prior to joining Google, Eric was the chairman and CEO of Novell and chief
technology officer at Sun Microsystems, Inc. previously; he served on the research
staff at Xerox Palo Alto Research Center (PARC), Bell Laboratories and Zilog. He
holds a bachelor’s degree in electrical engineering from Princeton University as
well as a master’s degree and Ph.D. in computer science from the University of
California, Berkeley.
Eric is a member of the President’s Council of Advisors on Science and
Technology and the Prime Minister’s Advisory Council in the U.K. He was elected
to the National Academy of Engineering in 2006 and inducted into the American
Academy of Arts and Sciences as a fellow in 2007. He also chairs the board of the
New America Foundation, and since 2008 has been a trustee of the Institute for
Advanced Study in Princeton, New Jersey.

55. 55 | P a g e
SergeyBrin Co-Founder
Sergey Brin co-founded Google Inc. in
1998. Today, he directs special projects.
From 2001 to 2011, Sergey served as
president of technology, where he shared
responsibility for the company’s day-to-
day operations with Larry Page and Eric
Schmidt.
Sergey received a bachelor’s degree with honors in mathematics and computer
science from the University of Maryland at College Park. He is currently on leave
from the Ph.D. program in computer science at Stanford University, where he
received his master’s degree. Sergey are a member of the National Academy of
Engineering and a recipient of a National Science Foundation Graduate
Fellowship.
He has published more than a dozen academic papers, including Extracting
Patterns and Relations from the World Wide Web; Dynamic Data Mining: A New
Architecture for Data with High Dimensionality, which he published with Larry
Page; Scalable Techniques for Mining Casual Structures; Dynamic Item set
Counting and Implication Rules for Market Basket Data; and Beyond Market
Baskets: Generalizing Association Rules to Correlations.

56. 56 | P a g e
Nikesh Arora Senior Vice President
and Chief Business Officer
Nikesh oversees all revenue and
customer operations, as well as
marketing and partnerships. Since
joining Google in 2004, he has held
several positions with the company. Most recently, he led Google’s global direct
sales operations. He also developed and managed the company’s operations in the
European, Middle Eastern and African markets and was responsible for creating
and expanding strategic partnerships in those regions for the benefit of Google’s
growing number of users and advertisers.
Prior to joining Google, he was chief marketing officer and a member of the
management board at T-Mobile Europe. While there, he spearheaded all product
development, terminals, brand and marketing activities of T-Mobile Europe. In
1999, he started working with Deutsche Telekom and founded T-Motion PLC, a
mobile multimedia subsidiary of T-Mobile International. Prior to joining Deutsche
Telekom, Nikesh held management positions at Putnam Investments and Fidelity
Investments in Boston.
Nikesh holds a master’s degree from Boston College and an MBA from
Northeastern University, both of which were awarded with distinction. He also
holds the CFA designation. In 1989, Nikesh graduated from the Institute of
Technology in Varanasi, India with a bachelor’s degree in electrical engineering.

57. 57 | P a g e
David C. Drummond Senior Vice President,
Corporate Development and Chief Legal
Officer
David Drummond joined Google in 2002,
initially as vice president of corporate
development. Today as senior vice president and
chief legal officer, he leads Google’s global
teams for legal, government relations, corporate development (M&A and
investment projects) and new business development (strategic partnerships and
licensing opportunities).
David was first introduced to Google in 1998 as a partner in the corporate
transactions group at Wilson Sonsini Goodrich and Rosati, one of the nation’s
leading law firms representing technology businesses. He served as Google’s first
outside counsel and worked with Larry Page and Sergey Brin to incorporate the
company and secure its initial rounds of financing. During his tenure at Wilson
Sonsini, David worked with a wide variety of technology companies to help them
manage complex transactions such as mergers, acquisitions and initial public
offerings.
David earned his bachelor’s degree in history from Santa Clara University and his
JD from Stanford Law School.

58. 58 | P a g e
Patrick Pichette Senior Vice President and
Chief Financial Officer
Patrick Pichette is Google’s chief financial
officer. He has nearly 20 years of experience in
financial operations and management in the
telecommunications sector, including seven
years at Bell Canada, which he joined in 2001 as
executive vice president of planning and performance management. During his
time at Bell Canada, he held various executive positions, including CFO from 2002
until the end of 2003, and was instrumental in the management of the most
extensive communications network in Canada and its ongoing migration to a new
national IP-based infrastructure. Prior to joining Bell Canada, Patrick was a partner
at McKinsey & Company, where he was a lead member of McKinsey’s North
American Telecom Practice. He also served as vice president and chief financial
officer of Call-Net Enterprises Inc., a Canadian telecommunications company.
Patrick has been a member of the board of directors of Amyris, Inc., a synthetic
biology company, since March 2010, and serves on its Audit Committee and
Leadership Development and Compensation Committee. He also serves on the
board of Trudeau Foundation. Patrick earned a bachelor’s degree in business
administration from University du Québec à Montréal. He holds a master’s degree
in philosophy, politics and economics from Oxford University, where he attended
as a Rhodes Scholar.

59. 59 | P a g e
Senior Leadership

60. 60 | P a g e
Boardof Directors
Larry Page, CEO –
SergeyBrin, Co-Founder–
Eric E. Schmidt, Executive Chairman –
L. John Doerr has served as a member of our board of directors since May 1999.
John has been a General Partner of Kleiner Perkins Caufield & Byers, a venture
capital firm, since August 1980. John has also been a member of the board of
directors of Amyris, Inc., a synthetic biology company, since May 2006, and
serves on its nominating and governance committee. John was previously a
director of Amazon.com, Inc., an internet retail company, from 1996 to 2010;
Intuit Inc., a provider of business and financial management solutions, from 1990
to 2007; and Move, Inc., a provider of real estate media and technology solutions,
from 1998 to 2008. John holds a Master of Business Administration degree from
Harvard Business School, and a Master of Science degree in electrical engineering
and computer science, and a Bachelor of Science degree in electrical engineering
from Rice University.
Diane B. Greene has served as a member of our board of directors since January
2012. Diane has also been a member of the board of directors of Intuit Inc., a
provider of business and financial management solutions, since August 2006 and

61. 61 | P a g e
serves on its audit and risk committee and nominating and corporate governance
committee. Diane co-founded VMware, Inc., a provider of virtualization and
virtualization-based cloud infrastructure solutions, in 1998 and took the company
public in 2007. She served as Chief Executive Officer and President of VMware
from 1998 to 2008, as a member of the board of directors of VMware from 2007 to
2008, and as an Executive Vice President of EMC Corporation, a provider of
information infrastructure and virtual infrastructure technologies, solutions and
services, from 2005 to 2008. Prior to VMware, Diane held technical leadership
positions at Silicon Graphics Inc., a provider of technical computing, storage and
data center solutions, Tandem Computers, Inc., a manufacturer of computer
systems, and Sybase Inc., a global enterprise software and services company, and
was Chief Executive Officer of VXtreme, Inc., a developer of streaming media
solutions. Diane is also a member of The MIT Corporation, the governing body of
the Massachusetts Institute of Technology. Diane holds a Master of Science degree
in computer science from the University of California, Berkeley, a Master of
Science degree in naval architecture from the Massachusetts Institute of
Technology, and a Bachelor of Arts degree in mechanical engineering from the
University of Vermont.
John L. Hennessy has served as a member of our board of directors since April
2004 and as Lead Independent Director since April 2007. John has served as the
President of Stanford University since September 2000. From 1994 to August
2000, John held various positions at Stanford, including Dean of the Stanford
University School of Engineering and Chair of the Stanford University Department
of Computer Science. John has also been a member of the board of directors of
Cisco Systems, Inc., a networking equipment company, since January 2002, and
serves on its nominating and governance committee and acquisition committee.

62. 62 | P a g e
John co-founded and served as the chairman of the board of directors of Atheros
Communications, Inc., a wireless semiconductor company, from 1998 to 2010.
John holds a Doctoral degree and a Master of Science degree in computer science
from the State University of New York, Stony Brook, and a Bachelor of Science
degree in electrical engineering from Villanova University.
Ann Mather has served as a member of our board of directors since November
2005. Ann has also been a member of the board of directors of: Glu Mobile Inc., a
publisher of mobile games, since September 2005; MGM Holdings Inc., a motion
picture and television production and distribution company, since December 2010,
and serves on its compensation committee; MoneyGram International, Inc., a
global payment services company, since May 2010; Netflix, Inc., an internet
subscription service for movies and television shows, since July 2010, and serves
on its audit committee; and Solazyme, Inc., a renewable oil and bioproducts
company, since April 2011, and serves as chair of its audit committee. Ann has
also been an independent trustee to the Dodge & Cox Funds board of trustees since
May 2011. Ann was previously a director of Central European Media Enterprises
Group, a developer and operator of national commercial television channels and
stations in Central and Eastern Europe, from 2004 to 2009. From 1999 to 2004,
Ann was Executive Vice President and Chief Financial Officer of Pixar, a
computer animation studio. Prior to her service at Pixar, Ann was Executive Vice
President and Chief Financial Officer at Village Road-show Pictures, the film
production division of Village Road-show Limited. Ann holds a Master of Arts
degree from Cambridge University in England and is a chartered accountant.

63. 63 | P a g e
Paul S. Otellini has served as a member of our board of directors since April 2004.
Paul has served as the Chief Executive Officer and President of Intel Corporation,
a semiconductor manufacturing company, since May 2005. Paul has been a
member of the board of directors of Intel since 2002. He also served as Intel’s
Chief Operating Officer from 2002 to May 2005. From 1974 to 2002, Paul held
various positions at Intel, including Executive Vice President and General
Manager, Intel Architecture Group, and Executive Vice President and General
Manager, Sales and Marketing Group. Paul holds a Master of Business
Administration degree from the University of California, Berkeley, and a Bachelor
of Arts degree in economics from the University of San Francisco.
K. Ram Shriram has served as a member of our board of directors since
September 1998. Ram has been a managing partner of Sherpalo Ventures, LLC, an
angel venture investment company, since January 2000. From August 1998 to
September 1999, Ram served as Vice President of Business Development at
Amazon.com, Inc., an internet retail company. Prior to that, Ram served as
President at Junglee Corporation, a provider of database technology, which was
acquired by Amazon.com in 1998. Ram was an early member of the executive
team at Netscape Communications Corporation. Ram is also on the board of
trustees of Stanford University. Ram holds a Bachelor of Science degree in
mathematics from the University of Madras, India.
Shirley M. Tilghman has served as a member of our board of directors since
October 2005. Shirley has served as the President of Princeton University since
June 2001. From August 1986 to June 2001, she served as a Professor at Princeton
University, and from August 1988 to June 2001, as an Investigator at Howard
Hughes Medical Institute. In 1998, she took the role as founding director of

64. 64 | P a g e
Princeton’s multi-disciplinary Lewis-Sigler Institute for Integrative Genomics.
Shirley holds a Doctoral degree in biochemistry from Temple University, and a
Bachelor of Science degree with honors in chemistry from Queen’s University.
Organizational Structure
History
 Founded in 1998 by Larry Page and Sergey Brin, Google has always operated on
the motto, “Don’t be evil.” This moral code helps to guide employees because
Google only holds them accountable to management to a degree. To keep the spirit
of innovation the company was founded on; Google employees are mostly
accountable to themselves. They have the freedom to spend 70 percent of their
time on current assignments, 20 percent on related projects of their choosing, and
10 percent on new projects in any area they desire.
Features
 The “70-20-10 rule” represents a managerial guideline, but it also authorizes the
employees to take risks. Google executives encourage employees and managers to
work directly with each other, instead of through more formal channels. The
executives work closely with employees and other departments in a form of cross-
functional management. Google’s open communication contributes to the
organizational structure and their idea policy is one of the most substantial
managerial features. It gives the staff a sense that they contribute to the company’s
business objectives.

65. 65 | P a g e
Function
 Instead of setting goals for them, Google’s management helps their employees
meet the objectives that the employees set for themselves. The company sees its
managers as leaders who facilitate inspiration and empower employees. Google’s
management function controls employee responsibility in similar way to the
United States government, through a series of checks and balances. All employees
set out and evaluate goals on a quarterly basis. Although Google’s management
makes suggestions, employees use metrics that they choose themselves to measure
their progress toward their goals. Supervisors act as managers to ensure that the
employees meet their own goals, but employees see them as leaders because the
employees themselves set the benchmarks.
Effects
 The company’s leadership allows employees to change the parameters of their jobs
when needed. Employees are encouraged to be their own leaders, evaluate their
jobs and then propose better ways to do their jobs. Google’s leaders want their
employees to “think out loud,” and have open discussions about their goals and
plans for achievement. The structure promotes corporate transparency because
employees are able to witness and contribute to the leadership function. As a result,
almost every employee has access to almost any managerial meeting. Google’s
management realizes that every employee has a stake in the company and
employees in turn feel a responsibility for the outcome of the company’s projects.
Benefits
 Google’s methods attract top talent because their management focuses on
controlling through shared vision. Where many companies have bureaucratic and
linear controls, Google allows employees to set and maintain their own standards.

66. 66 | P a g e
These open policies translate into a distinctive corporate structure that inspires
good nature and guidance. Employees love to work at Google, but not just because
of perks such as flexible work time and bonuses, they also love the work that
comes from the cross-functional leadership structure.

67. 67 | P a g e
Brand Portfolio
Google live in a world of brands. Corporations, products, not-for-profit
organizations, celebrities, politicians, nations, tourist destinations, movies, and
more, can now all be looked at as brands. Today, many corporations suffer
from brand proliferation, a phenomenon in which companies keep producing more
and more brands without giving strategic consideration to how these additions
affect their overall brand portfolio. This article reviews key terms, concepts, and
tips related to brand portfolio strategy, the strategic approach to preventing brand
proliferation.
(A subset of the Google brand portfolio)

68. 68 | P a g e
The brand portfolio must be considered during brand strategy decisions such as
whether to introduce or phase out brands and sub-brands, extend a brand into
another product category, position a brand as more premium or low cost, enter new
markets or categories, and more. Unfortunately, in many organizations,
consideration of the brand portfolio comes as somewhat of an afterthought.
There are 5 tips that can help companies take on the challenge of brand portfolio
strategy:
 Define brand roles.
 Take consumer perspective.
 Consider brand architecture model.
 Hire someone.

69. 69 | P a g e
Why isn’t YouTube a content portal?
YouTube acquisition is part of a strategy to monitor key content and audience
hubs.
Unlike its competition, YouTube follows an open logic and focuses primarily on
developing content distribution tools:

70. 70 | P a g e

71. 71 | P a g e
Segmentation-Targeting-Positioning Strategy
SegmentationStrategy
Overview
One of the most popular and powerful features of Google is Advanced
Segmentation. It lets you isolate and analyze subsets of your traffic. Google sets
and select from predefined segments such as "Paid Traffic" and "Visits with
Conversions" or create its own segments with a flexible, easy-to-use segment
builder. Then, applies one or more of these segments to current or historical data,
and even compare segment performance side by side in reports.

72. 72 | P a g e
Targeting Strategy
The goal of the Display Network like Google is simple: to bring your message to
exactly the right customers wherever they are online.
 Our contextual targeting tools match your ads to relevant Web pages: like
targeting golf-related Websites if you sell golf clubs.
 Our audience targeting tools match your ads to people who are most likely
to be interested in what you're selling: like showing your golf ads to people
who are sports enthusiasts.
Contextual Targeting
Keyword Contextual Targeting delivers relevant messages to users based on the
type of content they consume. You can connect with interested consumers at the
exact moment they’re actively engaged in highly relevant content across the entire
Google Display Network.
Keyword level contextual targeting enables you to:
 Find engaged consumers who are interested in what you sell.
 Use keyword-level targeting and bidding to reach your best customers.
 Add extra power with remarketing, frequency capping, exclusion controls
and other targeting tools.
 Keep your brand safe by making sure your ads don't appear next to
undesirable content.
The Google Display Network reaches 92% of all Internet users in the U.S. It's a
terrific way to find new customers and grow your business.

73. 73 | P a g e
The Apple, Google, and the open vs. closed positioning war
Over the last few months, the battle to define the meaning of the word "open" has
intensified into one of the more interesting brand positioning exercises seen in
the technology industry.
From the front lines, diving in specifically to examine the battle for Smartphones
leadership, and looking at things from a brand positioning strategy perspective.
Google GoesonOffense
Think back to 2009 and the state of the Smartphones industry. The iPhone had
completely redefined the entire market, while Google was just beginning to see
traction with Android and looking at a long struggle to catch up with Apple.
While most other smartphone makers were attempting to catch up playing by
Apple's rules in the market Apple defined (usually a losing strategy in the long

74. 74 | P a g e
term when the leader has a solid head start), Google took a different approach—
they tried what now looks to me looks like a classic repositioning strategy.
According to, Positioning: The Battle for Your Mind, a book by Jack Trout and Al
Ries (the guys who invented the term positioning) discuss the concept of
repositioning the competition. According to them, the best time to employ a
repositioning strategy is when you can't find a "hole" in the position of your
competition you can exploit to differentiate yourself.
Certainly in the early days of the iPhone, Apple's positioning looked pretty airtight
like beautiful, simple design, incredibly functional and flexible product. Like your
computing world in your pocket, at a reasonable cost.
So rather than join their competition in trying to "out-Apple" Apple, Google began
employing a smart strategy to reposition Apple instead—as "closed" to Google's
"open."
From my point of view, it has been an incredibly effective strategy for Google.
In a world where openness and transparency are themes du jour not just
in business, but also in government, education, the law—you know, the stuff
Google talk about here on opensouce.com—open is so very 2010, where closed is
so, well, 1984 (I couldn't resist).
Google's strategy to reposition one of the world's best-loved brands seems to be
working pretty well, especially within audiences swayed by the power of "open"
(and probably including many of the folks who read and write for this
site, if these articles are any indication).